O PAPEL DA CRIATIVIDADE NA GESTÍO DE MARCA DAS CIDADES: ESTUDO DE CASO DE BELO HORIZONTE

Destination marketing can confer competitive advantages to regions, but it should prioritize not only attracting tourists but also local development and sustainability, avoiding spectacularization. This study analyzed the role of creativity in city brand management, promoting cultural authenticity and social inclusion. Culture, identity, and creativity were linked to creative tourism, where brands play important roles, providing differentiation and social cohesion. A case study in Belo Horizonte, recently recognized by UNESCO as a Creative City for Gastronomy, highlighted the importance of creativity for sustainable urban development, connecting creative economy and tourism, driving local development and territorial sustainability.